Case study · AC Companies · Dubai
AC Repair & Maintenance Case Study Dubai: +158% Leads
How a 13-technician AC company in Arabian Ranches grew calls and WhatsApp enquiries 158% and cut cost per lead 49% in 6 months with CRM Follow-up and Meta Ads.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
AC Companies · Dubai
Air Conditioning
A 13-technician AC company based in Arabian Ranches, serving the wider Arabian Ranches area and focused on AC repair and gas refilling, plus AC servicing and cleaning. Before working with us, 62% of enquiries came through ServiceMarket and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive calls and WhatsApp enquiries, a lower cost per booked job and a pipeline the owner controls.
Results After 6 Months
Leads per month
+158%
Cost per lead
-49%
Marketing-sourced revenue
+221%
Return on marketing spend
9.7x
The challenge
Where the business was stuck
- AC demand is intense in peak heat, and the fastest responder wins most breakdown jobs.
- Maintenance and servicing contracts offer stable revenue, but are hard to sell without a clear offer.
- Villa, apartment and commercial clients need completely different messaging.
- Peak season (peak demand runs from may to september, with pre-summer servicing campaigns in march and april) was not being planned for, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on CRM Follow-up & Remarketing and Meta Ads (Facebook & Instagram), the two channels with the best cost per booked job for air-conditioning businesses in Arabian Ranches. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
CRM Follow-up & Remarketing
- Connected every form, call and chat to a CRM pipeline with automatic WhatsApp replies inside 60 seconds.
- Built a 6-step quote follow-up sequence by WhatsApp and email for quotes that had not been accepted.
- Launched remarketing audiences on Google and Meta for site visitors and quote recipients, with job-specific ads and reviews.
- Added missed-call text back and reactivated 2,400 past customers with a service reminder campaign.
Service 2
Meta Ads (Facebook & Instagram)
- Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 4.9 to 8.1 out of 10.
- Launched Instant Form lead ads with 3 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
- Tested 40 creatives: before and after photos, short job videos and owner-to-camera clips; the top 3 now carry the budget.
- Built audiences from website visitors, video viewers and a 3% lookalike of past customers, excluding existing clients.
- Ran click-to-WhatsApp campaigns so buyers could message the team straight from the ad.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Calls and whatsapp enquiries per month | 59 | 152 | +158% |
| Cost per lead | AED 255 | AED 131 | -49% |
| Cost per booked job | AED 677 | AED 280 | -59% |
| Lead-to-job rate | 38% | 47% | +9 pts |
| Website conversion rate | 2.5% | 3.4% | +37% |
| Marketing-sourced revenue / month | AED 80k | AED 256k | +221% |
| Share of leads from paid directories | 62% | 25% | -37 pts |
| Median speed to lead | 56 min | 60 sec | instant |
| Meta Ads leads / month | 0 | 57 | new channel |
Lead growth
Calls and whatsapp enquiries per month
Marketing-sourced revenue went from AED 80k to AED 256k a month, measured from booked service and install jobs in the CRM.
Optimisations That Moved The Numbers
- 01
Replying to new enquiries in under 60 seconds raised lead-to-booking rate from 38% to 47%.
- 02
The quote follow-up sequence recovered 9 quotes a month that would otherwise have gone cold.
- 03
Adding qualifying questions to the lead form cut junk leads by 46% while keeping cost per lead 24% below the account average.
- 04
Before and after video creatives beat static images with a 36% lower cost per lead and 2.4% click-through rate.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering CRM Follow-up and Meta Ads.
Weeks 3 to 6
Build and launch
CRM Follow-up and Meta Ads live for AC repair and gas refilling, plus AC servicing and cleaning.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Jumeirah and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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